Behind the scenes of the rebranding of pharmaceutical giant Sanofi | Marketing

As part of these changes, Sanofi’s sub-brands, which include Sanofi Pasteur and Sanofi Genzyme, will be united under the Sanofi brand. Internally, staff members will continue to work in one of four global business units: Pasteur is the vaccines business unit and Genzyme is the specialty care business unit. The other two units are general medicine and consumer health.

The updated branding represents the integrated way the company will work to achieve its ambition to transform the practice of medicine.

Sanofi embarked on these changes because it lost its multi-named shareholders, said Josep Catllà, head of corporate affairs at Sanofi.

“This is the only remaining large pharmaceutical company that still has such a large portfolio. We want to be in everything from prevention with vaccines to the most extreme and rare diseases on the other side of the business to everything in between, from oncology to [multiple sclerosis]. Our portfolio is the result of 50 years of more than 500 mergers and acquisitions.

However, when Sanofi acquired a company, it did not change the culture, look and feel of that company’s purpose, with Catlla saying the company has been “very fragmented in recent years in that sense”. .

Sanofi wanted to find a theme that unites and connects all of its businesses and employees. The company listened to stakeholders both internally and externally, including the healthcare and patient communities. From there, he came up with a new goal, which is for Sanofi to “chase the miracle of science to improve people’s lives,” Catlla said.

Some comments he received: Using the words ‘miracle’ and ‘science’ together can be seen as provocative, as science is rational and data-driven and miracles are more ambitious.

“Yes, science is very exact, but the effects of science can be super emotional to the point of being considered a miracle,” Catllà said. For example, when paracetamol makes a bad headache go away, it may seem like a miracle to patients.

Sanofi used the word “pursue” in its statement of intent because when a company pursues something, it means they are determined and resilient to get it, Catlla said.

Sanofi wanted to move away from the typical pharmaceutical jargon that relies on results and impacts patients.

“Improving people’s lives is more authentic in what we do,” Catllà said. “In some cases we heal, in others we bring better health or life extension, but in all cases we bring people hope.”

Sanofi also unveiled a new logo, “inspired by the simple, movement-driven codes of the tech industry,” it said in a statement. The two purple dots embody the scientific journey between a starting point – asking “what if?” – and a finish line. In other words, the eureka moment when innovative solutions are unlocked to impact people’s lives.

Sanofi started thinking differently when CEO Paul Hudson joined the company in 2019. In December, Sanofi launched its Play to Win strategy, which focuses on applying its innovation platform to produce treatments and world-class, best-in-class vaccines.

Although the business names will change, the internal structure and reporting lines will remain the same and there will be no layoffs or relocations of people in connection with the changes.

“It helps position the communications team much more strategically across the business,” Catllà said.

To promote the rebrand, Sanofi is launching a series of internal and external films with employees talking about the company “to tell our own story,” Catllà said. Staff members explain why they work at Sanofi and what they like about their jobs.

One employee is a scientist who had cancer, “so she can speak to you as a researcher and also as a patient,” Catllà said. Others discuss the connection between their personal passions for dance and boxing and their roles.

“We now have one branded movie, but we’ll be revealing individual stories from everyone in this movie in the coming months so they can tell us more,” Catllà said.

Hudson sent a memo to all employees on Thursday regarding the changes, including the branding film. Sanofi also rebranded all of its social media channels on Thursday.

Interpublic Group FutureBrand worked on the logo, and Weber Shandwick and Jack Morton are helping Sanofi with the launch.

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